Friday, July 15, 2011

Your 30 second commercial done! Now What Do you Do?

By Hannibal Chinchilla, CEO Barca Financial Group, AZ Web Programmers and Barca Enterprises, INC.

You Have Your 30 Second Commercial done, Now What Do You Do?

As many prepared for a leads luncheon or networking event, one item to reinterate is to have a rehearsed 30 second commercial, I call this your resume in a nutshell, it will facilitate a follow up/a sales call and possibly a Sale!

Just remember that when you have your 30 second commercial, it should flow naturally and with confidence. Avoid sounding like a recording, specially during a leads luncheon which you may have a potential customer next to you, if she/he hears a pre-recorded commercial, it will take awayffrom the objective. Additionally consider your target audience, this will change from the various potential customers you get to talk to; potential customers will come from different industries and walks of life. A quick knowledge and assessment from these customers will set a more proper 30 second commercial for each of them. What I mean by that is, by asking a few simple questions you can determine a potential customer/client. I call this a prequalifying step, since you only have a limited amount of time during these events. It will save you time and money!.

So let's say you got the interest of a potential customer, your 30 second commercial worked; she/he would like a follow up and a future meeting, then what do you do to prepare?

This will depend on the sales training you have received to make thiese sales calls, your success ratio of closure, delivery and follow up actions. Depending on your industry this could take a few meetings and additional steps. In this note I want to share a set of professional selling skills I have learned and proven to work. My closing rate is about 85%. This is high and it is there for a reason, preparation and planning aids in the ultimate goal of closing a sale. I have always been a good closer, this set of skills I share with you will help you or add to your sales repertoire.

When we sale we need to find the NEED and to make informed mutually beneficial decisions; This is the core of selling:

OPENING, propose an agenda, state the value to the customer, always check for acceptancep.

PROBING, Use open and close probes to explore the customer's: Circumstances and needs.

FINDING CUSTOMER NEEDS, acknowledge these circumstances and needs

SUPPORTING, Acknowledge the need, describe relevant features and benefits and check for acceptance

CLOSING, Review previously accepted benefits, propose next steps for you and the customer to take and check for acceptance, shake hands....

Open probe: ask questions with; What, When, How, Why, and let the customer answer completely and use listening level one, which is to attentively to key words, needs, circumstances and facts to use later during the meeting. you may want to take notes so you can remember later on. (Remember to ask permission to take notes orto record the meeting.

Closed probe: ask questions with; Do/did you ......... for a yes/no answer, this helps reiterate the solutions after the open probe phase.

Customers Reactions and how to deal with them:

Overcoming Customer Indifference

-Acknowledge the customer's point of view
-Request permission to probe
-Probe to create customer awareness of needs: Explore customer's circumstances for opportunities and effects; Confirm existence of a need before continuing

Resolve Customer's Concerns
First understand the concern

Resolving Skepticism
-Acknowledge the concern
-Offer relevant proof (benefits and features, verbal descriptions or visual sales aids
-Check for acceptance

Resolving Misunderstanding
-Confirm the need behind the concern, sometimes customers do not describe the need out right and more probing is required to find this concern not previously specified.
-Support the need.

Resolving a Drawback
-Acknowledge the concern
-Refocus on the bigger picture
-Outweigh with previously accepted benefits
-Check for acceptance

During preparation and research prior to the sales call you can identify some of the typical customers reactions and effects: indifferences, concerns, skepticism, misunderstandings and drawbacks.

Note: Don't forget to check for acceptance!!

Happy Sales calls!!!
For more related articles and consultation visit us at for a quote.

No comments: